Fast fashion has irreversible and significant consequences for our environment and ecosystems. Fast fashion is not going to disappear anytime soon. However, consumers are putting a lot of emphasis on eco-friendly and sustainable clothing. Many brands have evolved as a result.
Fast fashion has irreversible and significant consequences for our environment and ecosystems. Fast fashion is not going to disappear anytime soon. However, consumers are putting a lot of emphasis on eco-friendly and sustainable clothing. Due to this change in consumer behavior, many brands are now adapting to sustainability.
Sustainability is here for the long haul. This fact has been well established by many apparel brands who have pledged to be sustainable and made sustainability their USP. This has been reinforced by the pandemic-induced lockdown, which has brought sustainability to the forefront. Gen Zers also lead the way in this regard. They often have new demands, including the need for a sustainable brand that is end-to-end.
The global economy is slowly recovering from the pandemic’s effects. According to the latest consumer research conducted on retail fashion companies, the new norm revolves around reducing carbon footprint and negative environmental impact. A recent study found that the majority of Gen Z consumers prefer to purchase sustainable products and are willing to spend an additional 10% on them. According to the same survey, Generation Z and millennials tend to base their purchasing decisions on moral principles and values.
Fashion is about commitment to brands, brand loyalty, and a constant need for new styles and trends. Brand love and loyalty are heavily dependent, to be fair, on the ability of a company to establish or maintain long-term relationships in the future. There are many reasons to be happy and optimistic. Fashion retailers now focus on green lines, which can be achieved by adopting circularity. This ensures that products and resources are used as long as they possibly can before being disposed of and transformed into new products.
Almost every company is now announcing its commitment to sustainability. While committing to a concept is important, it’s also important to develop a niche for one’s brand. A survey conducted this year by Vogue highlighted the importance of brand loyalty for long-term decisions by customers. The majority of respondents wanted to see their favorite brands become more sustainable. They would prefer to buy their favorite, familiar brands rather than switch to other sustainable brands. It has allowed established brands to make sustainable investments. This will enable brands to test the concept even if they are not successful. Customers are more loyal to brands who listen to them.
Sustainability is becoming a priority for more and more brands, especially in India. It is still a long way off to reach complete sustainability, but it’s great to see major brands recognizing the causes of pollution and joining the sustainability bandwagon.
